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General Management Techniques For Children'S Wear

2010/11/25 16:14:00 353

Children's wear

Its uniqueness lies not only in its design, but also in its technology.

Sale

The target group is also very different from adults in store display, marketing methods and promotion methods. From the child's psychology, we can get the love of these picky customers, and the way to get them is not limited to products only.

Storefront -- the most direct communication

The publicity of children's clothing should start from the shop front. The cultural concept of the brand must first be conveyed through the store.

"The most fundamental thing is to make the style of the brand more prominent,

Consumer

Brimming with deeper marks.

Of course, a lot of daily work is also very important to highlight the brand image, such as store layout and management.

Luo Jianfan, chairman of paramount limited liability company, said.

Parkland's three brands highlight their own styles in storefront layout. Parkland is a mainstream brand. The shop floor is white, giving people a feeling of being big and safe, hoping to let customers relax. Garfield is a very international brand and gives people a cool feeling. Therefore, the store is more modern with metal sense, which makes people feel energetic at a glance. From parkland's baby clothing BabyMe, customers are more concerned about its safety. The research and application of environmental protection fabrics is the focus of its publicity, and the store layout also pays more attention to this.

To achieve this goal, hundreds of branches across the country must have meticulous management.

Shop assistants are also important aspects of brand culture. Because children are more emotional than adults, they will be familiar with people and then buy products, so the affinity of shop assistants is very important.

In order to improve the quality of shop assistants, red, yellow and blue will be trained every month, including service and terminal display.

Jiang Chunjun said, compared to other categories of clothing, because of the lower profit of children's clothing, the franchisee's professionalism is relatively low, because experienced franchisees are more inclined to other categories of clothing. "We hope that the franchisees can make children's clothing as a career to do business rather than vice business when we invite them to invest, and ask franchisees to have certain sales channels, have certain growth and learning ability, hope that franchisees can attach importance to terminals, and will communicate with consumers."

Activities - let children participate.

Playing games is the natural instinct of children, so that children's participation in activities can naturally attract their attention, and their interest will also play an important role in promoting sales of products. This is what children's clothing brands understand, and what is important should be chosen and how to operate each activity.

Garfield is a very humorous, personality cat, Garfield children's clothing is also such a style, in order to highlight this style, Garfield children's clothing store will be a lot of Garfield toys, will also play a variety of performances by Garfield, playing with children, playing games, such as the recent activities: Eighteen Ways of hugging, Garfield teach children all kinds of embrace posture, children can embrace their favorite Garfield doll, also can hug each other, and encourage children to use their brains, think of more and more interesting way of hugging.

Garfield doll appears everywhere. It will cause a sensation. Especially on June 1 children's day, every shop hopes that Garfield can appear on that day.

In promotional activities, Barbara mainly adopted the concept of marketing, passing on the uniqueness of products, and promoting the brand culture through the choice of gifts. For example, a recent promotional activity, "paper airplane summer", carried the children's dream through the paper airplane, reflecting the joy of the children in the late spring and early summer. During the May 1, Barbara launched the promotional activity "colorful world", showing that the world of children is colorful and the gifts are beautiful kettles. Red, yellow and blue have introduced the F1 raceway in the rest area, so that children can enjoy the fun of the game, and red, yellow and blue have also prepared free candy machines at Christmas.

Culture -- starting with details

In fact, products can be accepted by consumers not only in the product itself, but also in the harmonious atmosphere generated by stores and brands, which lies in the brand culture, and the products with culture can really laugh until the end.

In this regard, Barbara's children's clothing is quite satisfactory.

Balbbara children's clothing of Semir children's wear Co., Ltd. creates brand culture through the creation and terminal activities of the store atmosphere. In addition, balbala also set up a nationwide club to convey the information of the enterprise and advertise in the local market.

In Semir children's Clothing Co., Ltd., reporters saw many lovely pamphlets. This is a monthly Barbara special issue. Although the number of pages is not large, it is rich in content. Besides the introduction and introduction of new products, there are many interactive topics, including children's personal shows, essay soliciting, mailbox, game interaction, etc., making the pamphlet full of interest and knowledge, which fully embodies Barbara's brand culture.

The Barbara special issue is presented to customers during the sales process, and it is sent to Vip customers monthly.

In October 1, 2005, Barbara used a large length to introduce the National Day in the special issue. Many parents wrote a letter to Barbara after seeing the special issue, and thought that the enterprise had a cultural connotation. In fact, this reflected the sense of responsibility of the enterprise.

When other children's clothes are on sale, Barbara is separated from other children's clothing through special activities.

"Children's clothes can't be viewed with adult eyes, and children's clothes can't be treated with adult's promotional methods, but children must be paid attention to."

Parker Lan Di conveys the concept of fashion and mainstream to customers. In marketing, it also pays attention to its cultural connotations. Some works done by paramount, such as the donor foundation and green planting, are all signs of social responsibility. Besides, the company has huge investments in the development and promotion of environmental products every year. All these are consistent with the mainstream positioning of the brand. In the aspect of fashion, Parker Lane often makes popular releases, which conveys the brand culture of the brand to integrate the international fashion and lead the fashion of children's clothing in China.